ST. GEORGE — Students at George Washington Academy sold a record-breaking 1,064 Dixie Direct saving guides during their annual fundraiser, held November 2021 to January. To put the number in perspective, the public charter school, which serves kindergarten through seventh grades, has 1,013 students.
Dixie Direct CEO Tony Chambers stopped by the campus on Thursday to present the academy with an $18,620 check, the school’s share of Dixie Direct sales.
The books, which cost $35, contain hundreds of dollars’ worth of coupons and freebies. The money from this year’s sale will be given to the school’s Parent Teacher Association to be used as the organization sees fit, Blake Clark, George Washington Academy executive director, said. Last year, the PTA used the money for school incentives and student activities.
Chambers also gave prizes to the school’s top sellers. Second-place winner Kendra Ibarra sold 25 books, Tyce McKittrick was in third place with 24 books sold, and Ty Boone won first place after selling 37 Dixie Direct guides.
Along with a bag of freebies and gift cards to local eateries and entertainment centers, the students received Visa cards loaded with money. Sixth graders Kendra and Tyce received $100 and $50, respectively. Meanwhile, Ty, a seventh grader, received $200.
Dixie Direct has also awarded Paula Nelson’s sixth graders, who sold more books than any other class, a Domino’s pizza party. And Nelson was given a gift card for a one-hour massage.
Ty said his grandmother helped him with sales by offering the books to her friends. He wanted to sell as many books as possible, considering this is his last year at the school and his last go at the fundraiser. Ty has enjoyed his time at the academy.
“I feel like this is a different school than intermediate because there’s less bullying,” he said. “I like the system they have here, and I just like the school.”
George Washington Academy focuses on academics, leadership skills and social-emotional learning, Clark said. The kids are taught to aim for success, using tools based on best-selling author Stephen Covey’s book, “The 7 Habits of Highly Effective People.”
The curriculum appears to be paying off. Last year, George Washington Academy students broke all previous records and outsold other schools, earning only slightly less money than this year with a yield of $18,025.
Clark characterized the school’s first-place winner as a self-starter. He said he wasn’t surprised Ty and his schoolmates did so well.
“I think most of the kids that we have come to our school anyway are pretty motivated,” he said. “We’re known for being academically rigorous and pretty successful in academics, so I feel like the kids that come here know they’re going to have to put forth quite a bit of effort to succeed. And they just do this in any regard, whether it’s academics or things like this, in competition.”
The Dixie Direct savings guide costs $35. For each book a kid sells, their school gets $17.50. The schools and organizations that participated in this year’s fundraiser have collectively raised close to $200,000.
Most organizations that collaborate with Dixie Direct have wrapped up their fundraisers, and now it’s time to celebrate the earnings. Chambers will travel to 30 schools in Southern Utah in the coming weeks and months. Presenting kids with gift cards and schools with checks is great, he said. He said he believes, however, that the most important takeaway from the fundraiser is kids’ sales efforts.
Chambers, who has seven children of his own ranging from age 15 to 30, said with today’s technology, his company could easily put the entire fundraiser online. But he keeps with the method Dixie Direct started with because he likes the personal growth that comes from students pounding the pavement to sell the savings guide.
“I want to make sure these kids have to learn to talk to people. We want to create a reason for these kids to go outside their comfort level,” Chambers said. “That’s something a lot of kids don’t get a chance to do anymore.”
Books can still be purchased from the Dixie Direct office, located at 276 N. Bluff Street, and from businesses like Fabulous Freddy’s Carwash and local golf courses.
Chambers says he’s happiest when people move fast enough to purchase the savings guide from students. He’s looking forward to the start of November when he can deliver another slew of books to local schools.
Chambers founded Dixie Direct 25 years ago, with the aim of giving back to the schools while supporting local businesses. He added that while he hasn’t changed the cover price of Dixie Direct for 13 years, the book’s value rises every year. He attributes this evolution to the rapid pace of growth in St. George’s population and business community.
“We added another 12 pages, just of freebies, this year,” he said.
The stop at George Washington Academy is one of 30 visits CEO Chambers will make at Southern Utah campuses this year. Chambers encourages any school or fundraising organization not yet participating in Dixie Direct sales to get involved.
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